Chapter 12

Category and Brand Management, Product Identification, and New-Product Development

Chapter Objectives
1. Explain the benefits of category and brand management. 2. Identify the different types of brands. 3. Explain the strategic value of brand equity. 4. Discuss how companies develop strong identities for their products and brands. 5. Identify and briefly describe each of the four strategies for new-product development. 6. Describe the consumer adoption process. 7. List the stages in the process for developing new products. 8. Explain the relationship between product safety and product liability.
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Creating and Protecting a Strong Identity for Products

Branding is the process of creating that identity. Buyers respond to branding by making repeat purchases because they identify the item with the name of its producer.
Pillsburys Doughboy creates an identity for the brand.
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Managing Brands for Competitive Advantage

Brand: name, term, sign, symbol, design, or some combination that identifies the products of a firm while differentiating them from the competitions

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 Rolex Several examples of the Rolex brand can be seen in this advertisement

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 Brand Loyalty Brand recognition: Consumer awareness and identification of a brand.

Brand preference: Consumer reliance on previous experiences with a product to choose that product again. Brand insistence: Consumer refusals of alternatives and extensive search for desired merchandise.

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Types of Brands
Generic product: item characterized by plain label, with no advertising and no brand name SOAP

SODA

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 Manufacturers brand or National Brand: brand name owned by a manufacturer or other producer
Tabasco A manufacturers brand

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 Private brands: brand name placed on products marketed by wholesalers and retailers Figure 12.2: Arizona private brand at JCPenney

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 Craftsman and Kenmore: private brands at Sears

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 Captive brands: national brands that are sold exclusively by a retail chain
Kmart Kmarts captive brands include womens clothing with the Jaclyn Smith Label (from TVs Charlies Angels)
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 Family brand: brand name that identifies several related products

Heinz A well known family brand

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 Figure 12.3 Products Marketed by Honda Using a Family Brand

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 Individual brand: unique brand name that identifies a specific offering within a firms product line and that is not grouped under a family brand
Irish Spring Sport Colgate-Palmolive using individual branding for soaps
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 Brand equity: added value that a respected, well-known brand name gives to a product in the marketplace. Brand equity increases the likelihood that consumers will recognize the firms product when they make purchase decisions A strong brand equity can contribute to buyers perceptions of product quality Branding can also reinforce customer loyalty and repeat purchases

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 Brand Equity The Young & Rubicam Model: Brand Asset Valuator 90,000 consumers Four dimensions of brand personality as viewed by consumers

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 The Role of Category and Brand Managers Brand manager: Marketing professional charged with planning and implementing marketing strategies and tactics for a brand
Category management: Product management system in which a category managerwith profit and loss responsibilityoversees a product line [sometimes within a customer].

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Product Identification
Brand name: part of a brand consisting of words or letters that form a name that identifies and distinguishes a firms offering from those of its competitors Brand mark: symbol or pictorial design that identifies a product Generic name: branded name that has become a generically descriptive term for a class of products (e.g., nylon, aspirin, kerosene, and zipper)

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 Slinky An effective brand name

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 Trademark: legal protection which confers the exclusive right to user brand name, trade mark, and any slogan or product name abbreviation
The red disk, brand name, and distinctive bottle design are all Coca-Cola trademarks

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 Oscar Mayer Received trademark protection for its slogan and Wienermobile.

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 Developing Global Brand Names and Trademarks Potentially an acute problem for international marketers An excellent brand name or symbol in one country may prove disastrous in another Trademarks that are effective in their home countries may fare less well in other cultures

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 Figure 12.6 The Worlds 10 Most Valuable Brands

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Packaging
A package serves three major objectives: Protection against damage, spoilage, and pilferage Assistance in marketing the product Cost effectiveness Labeling Label Universal Product Code (UPC)

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 Clean Shower Labels performing an informational function

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 Brand extension: application of a popular brand name to a new product in an unrelated product category
Example: Utility Lighter A Bic Brand Extension

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 Line extensions refers to new sizes, styles, or related products Coca-Cola line extensions

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 Brand licensing: practice allowing other companies to use a brand name in exchange for a payment Nabisco Licenses Its Oreo Brand to Post Cereal

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New Product Planning

As a firms offerings enter the maturity and decline stages of the product life cycle, it must add new items to continue to prosper
Alternative Product Development Strategies

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 Product Development Strategies Product positioning: consumers perceptions of a products attributes, uses, quality, and advantages and disadvantages in relation to those of competing brands Cannibalization: a loss of sales of the current product due to competition from a new product in the same line

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 Good Seasons Promoting new ways to use a salad dressing

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The Consumer Adoption Process

Adoption process: Stages that consumers go through in learning about a new product, trying it, and deciding whether to purchase it again. Awareness Interest Evaluation Trial Adoption or rejection

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 Consumer innovator: People who purchase new products almost as soon as the products reach the market Diffusion process: Process by which new goods or services are accepted in the marketplace

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 Figure 12.8 Categories of Adopters Based on Relative Times of Adoption

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 Identifying Early Adopters Substantial benefits may be obtained by locating the likely first buyers of new products (innovators and early adopters) Suggestions for modifying the product may be obtained from these individuals Acceptance or rejection of the innovation by innovators and early adopters can help forecast sales

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 Rate of Adoption Determinants Characteristics of a product innovation that influence its adoption rate include: Relative advantage a far superior innovation Compatibility fits with potential adopters values and experiences Complexity relative difficulty of understanding the innovation Possibility of trial use reduce risk Observability ability to observe the innovations superiority [demonstrations]
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 Organizing for New Product Development New-Product Committees New-Product Departments

Product Managers
Venture Teams Task forces
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New Product Development Process

New product development process: six stages through which new product ideas progress before being introduced to the overall market

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 Idea Generation New product ideas come from many sources including: Sales force, Customers, Employees, R&D specialists, The competition, Suppliers, Retailers, Independent inventors Screening Screening separates ideas with commercial potential from those that cannot meet company objectives Checklists of development standards can be helpful at this stage

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 Business Analysis The business analysis consists of assessing the new products market potential, growth rate, likely competitive strengths, and compatibility of the proposed product with organizational resources Concept testing
Development Converting an idea into a physical product Requires interaction among many of the firms departments Prototypes may go through many changes
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 Test Marketing Test marketing: Introduction of a trial version of a new product supported by a complete marketing campaign to a selected city of television coverage area Some firms skip this stage, moving directly to full-scale commercialization Commercialization In this stage, the firm establishes marketing strategies, and funds outlays for production and marketing The sales force, marketing intermediaries and potential customers are acquainted with the new product
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End of Chapter Twelve

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